A few weeks ago I spoke at the Osaka Hilton to FEW (Foreign Executive Women) about corporate and personal branding. The engagement turned out to be as much a discussion as a presentation. And the idea of brand seemed to spark the imaginations of the non-marketing based attendees as much as the marketing-savvy ones. I introduced the idea of brand as “expectation”, and tried to clear up how brand was formed by the expectations of customers. At the end, I handed out the PDF linked here.
It combines several of my earlier blog posts under the heading “Brand is Expectation”.
Enjoy. And feel free to comment.
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